TRAI's decision to limit ad frequency may lead to digitization: E&Y

Telecom Regulatory Authority of India (TRAI) has proposed for a 50 per cent cut in the airtime of television advertisements, saying that it will limit frequency of ads and give a better viewership experience. Commenting on this development, Devendra Parulekar, Partner, Ernst & Young told NDTV Profit that a lot of customers complaints had come to TRAI about the ad frequency and hence, the authority has taken this decision. "TRAI's decision will lead to digitization but TRAI is halving the amount of ad inventory that exists, which means that ad revenues will go up as not all marketers will pay for the ad revenue and they will go to other media to get viewership," explained Parulekar.